Blue Cross campaign tries to cast doubt on state health care overhaul

Raising the specter of the energy crisis of 2001, health care giant Blue Cross is running ads in Sacramento’s largest newspaper reminding decision-makers that messing with a complex market — like health care or electricity — can have unintended consequences.

Blue Cross, California’s largest health insurer, has made an initial investment of $2 million in the media campaign that is expected to expand into radio ads in the near future but not television. The ad, running today inside the front section of the Sacramento Bee, argues that other states have attempted to reform health care systems that haven’t resulted in making things better.

“Unintended consequences do happen,” the ad reads. “Remember how the rash deregulation of energy market in California spawned power outages and soaring rates? Let’s not go there again.”

Critics of the company say Blue Cross wants to derail efforts to overhaul the state’s troubled health care system that are now under way in the Legislature and the ads are the first salvo in a longer term campaign. But spokesman Nick Garcia said the company wants only to make sure that lawmakers consider the big picture impacts before making any changes.

“We have no desire to derail health care reform,” he said. “Our desire is to make sure that it is done in a way that protects the health care market.”

The company’s ads are accompanied by a new web site and a sponsoring organization that so far only Blue Cross is a member — the Coalition for Responsible Health Care Reform.